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Cbites offer tidbits of information about marketing practices, interesting research findings, and company anecdotes that bring additional life and colour to the material. Team Talk at the end of each chapter gives you realistic and engaging ways to discuss, review, apply, and comprehend chapter concepts. These are not ordinary discussion questions. They involve you in the marketplace and often in thoughts and observations about your own behavior as a consumer. Workshops at the end of every chapter are scenarios and projects that give you practical, manageable tasks that provide a hands-on feel for where “consumer behavior rubber meets the marketing road.” Features ü The book forms the base for marketing strategy formulation through detailing how consumers shop around, buy and consume. ü Not just individual consumer, family and organisational behaviour also studied. ü Up-to-date coverage. The text is concise yet thorough, practical and ‘on-theory’. ü ‘Marketplace boxes’ spread throughout the book provide interesting insights into real life situations. ü Each chapter begins and ends with chapter spotlights, key terms annotated, Review questions, team talk, workshops and notes at the end. ü Instructor’s Manual includes sample lesson plans, important topics, inclass teaching ideas and suggestions.
Table of contents
Part 1 The Consumer in the Marketplace
Consumer Behavior and Marketing Management
Part 2 The Consumer as Decision Maker
Problem Recognition and Information Search
Alternative Evaluation and Choice
Alternative Evaluation,
Planned Versus Unplanned Purchasing,
Choice
Consumer Choice and Shopping Behavior
Consumption and Post-Purchase Behavior
Part 3 Psychological Influences on Consumer Decision Making
Symbolic Consumption, Self Image, and Personality
Symbolic Consumption
Self Image
Personality
Personal Values,
Consumer Lifestyles,
Relationships
Memory, Learning, and Perception
Memory,
Learning,
Perception
Motivation, Emotion, Mood and Involvement
Consumer Motivation,
Emotions,
Mood,
Involvement
Beliefs, Affect, Attitude, and Intention
Beliefs: Cognitive Component of Consumer Attitude,
Affect: Emotive Component of Attitude,
Intention: Behavior Component of Consumer Attitude,
Attitude-Behvior Consistency
Communication and Persuasion
Content and Audience Decisions,
Communication Effects,
Source Factors,
Message Form,
Media Factors
Part 4 Sociological Influences on Consumer Decision Making
Cultural Influences: Perspectives
Cultural Influences: Generalizations and Cross-Cultural Perspectives
Subcultural Influences ,
Social Class and Reference Group Influences
Household and Family Influences
Part 5 Special Topics
Regulation of Marketing Practices
Consumer Behavior and Society
The Consumer Society,
The Dark Side of the Consumer Society,
Social Responsibility and Marketing,
Organizational Buying and Diffusion of Innovation.
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